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Retail shopping at airports: Making travellers buy again

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  • Creed, Bernard
  • Ning Shen, Kathy
  • Ashill, Nick
  • Wu, Tianshi

Abstract

Airport retail has undergone significant change in the last decade. Today, many airports provide a broad selection of product varieties and an augmented shopping experience. In this study we focus on sequential purchasing which remains an unexplored topic in airport retail. Grounded in shopping momentum, we use real-world purchase data from 279,000 passenger boarding cards to test a conceptual model that examines relationships between first purchase expenditure, walking distances, time available for sequential shopping, crowding, payment type, product involvement, promotions and product type on sequential purchasing in three terminals at Dubai International Airport. Findings offer a significant theoretical contribution to the travel retail and sequential purchasing literature and have important practical implications for airport retail practitioners.

Suggested Citation

  • Creed, Bernard & Ning Shen, Kathy & Ashill, Nick & Wu, Tianshi, 2021. "Retail shopping at airports: Making travellers buy again," Journal of Business Research, Elsevier, vol. 137(C), pages 293-307.
    • Handle: RePEc:eee:jbrese:v:137:y:2021:i:c:p:293-307
    DOI: 10.1016/j.jbusres.2021.08.038
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    Cited by:

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    2. Yong, Shih Ween & Cheah, Jun-Hwa & Lim, Xin-Jean & Ng, Siew Imm & Leong, Yee Choy, 2023. "How to make you spend more in the airport? An investigation towards ECSI model on willingness to spend more in airport," Journal of Air Transport Management, Elsevier, vol. 112(C).
    3. Vakeel, Khadija Ali & Fudurić, Morana & Viswanathan, Vijay & Sakashita, Mototaka, 2023. "Sustaining shopping momentum in retail malls using real-time messaging," Journal of Retailing, Elsevier, vol. 99(1), pages 102-114.
    4. Silva, Lenice Mirian da & Borille, Giovanna Miceli Ronzani & Bandeira, Michelle Carvalho Galvão da Silva Pinto, 2022. "The effect of arrival time of travelers at the airport on consumption in commercial establishments," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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